Nicotine · Case study
Vuse at Tiger's Milk and La Parada: adult consumer insight.
From the venue Wi-Fi to a free Vuse ePod device: from July to December 2022, adult guests at 16 Tiger's Milk and 9 La Parada stores signed in, confirmed they were over 18, answered a question about Vuse and rubbed a tile to see if they had won. 752 answers came from 491 adults, and stock sold out at every store.
- Venue guest Wi-Fi
- Mobile web app
- Adult consumer survey
- Rub to reveal
- Venue screens
- In-venue availability
- Survey respondents
- 752
- Unique respondents
- 491
- Stores
- 25
- Stock
- Sold out
Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders.
All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada
Tiger's Milk 16
Gauteng
- Bedfordview
- Bryanston
- Cedar Square
- Melrose Arch
Western Cape
- Blouberg
- Camps Bay
- Century City
- Claremont
- Durbanville
- Kloof Street
- Muizenberg
- Stellenbosch
and 4 more Tiger's Milk restaurants
La Parada 9
9 La Parada restaurants
Every campaign on the network ran in all of them at the same time.
Vuse products contain nicotine. Not for persons under the age of 18.
Chapter 1 of 7
The brief
Vuse pods and devices were stocked in 16 Tiger's Milk and 9 La Parada stores nationwide. The campaign used the venues' guest Wi-Fi platform to ask adult guests short questions about nicotine use and Vuse, from July to December 2022.
The guest Wi-Fi asks every guest to sign up and accept the POPIA and privacy terms before they reach the venue web app. That made it a place to reach adults where Vuse was on sale, behind an age check, and to give them a reason to answer: the chance to win a Vuse ePod device, claimed on the spot from their waiter.
- Campaign
- July to December 2022
- Where
- 16 Tiger's Milk and 9 La Parada stores
- Channel
- Venue guest Wi-Fi and web app
- On screen
- Squeeze backs on the venue TVs
- Prize
- A Vuse ePod device, while stocks last
- Who could play
- Adult guests, 18 and over
The idea
Stand a chance to win a Vuse ePod device.
One line on the venue screens and in the venue web app. Behind it, Vuse Tiger's Jungle: answer one question, rub a tile, and show a winning screen to your waiter. Every answer was first-party insight from an adult in a venue where Vuse was sold.
- Reach adult guests where Vuse was sold
- Keep every Vuse message behind an 18+ check
- Ask short questions about nicotine use and Vuse
- Give an instant reason to take part: a device to win
- Read engagement month by month and day by day
- Read engagement against stock in store
Chapter 2 of 7
On the venue screens
The same offer ran on the venue TVs: during live sport the broadcast squeezed back into a smaller window while the Vuse advert ran beside it, then returned to full screen.
Three ways in
The offer met guests on the TV, at the Wi-Fi sign-in and inside the venue web app, and every route ran through the same 18+ check.
The TVThe squeeze back on the venue screens. 
The Wi-Fi sign-inA Vuse-branded login page, with a Vuse banner beneath. 
The web app bannerStand a chance to win, under the age check.
Chapter 3 of 7
The guest's journey, start to finish
Guests signed in with their cellphone number, accepted the privacy policy and user consent, and confirmed they were over 18 before they saw any Vuse content. They then answered a question for a chance to win a Vuse ePod device, rubbed a tile to reveal whether they had won, and showed a winning screen to their waiter to claim it.
Six steps
-
Sign inGuests signed in with their cellphone number and accepted the privacy policy and user consent.
-
Confirm 18+They confirmed they were over 18 before they saw any Vuse content.
-
Answer a questionThey then answered a question for a chance to win a Vuse ePod device.
-
Pick from a listThe question: what is your favourite Vuse flavour?
-
Rub to revealGuests rubbed a tile to reveal whether they had won.
-
Claim with the waiterWinners showed the winning screen to their waiter to claim the device.
Chapter 4 of 7
Rub to reveal, and what you could win
An instant win at the table: one answer opened a scratch-style tile, and a winning screen became a free Vuse ePod device, handed over by the waiter.
1. AnswerOne question, one tap. 2. ChoosePick from the list. 3. Rub the tileSee if you have won. 4. ClaimShow your waiter.
The prize
-
Instant, at the table
A Vuse ePod device
Won on the rub-to-reveal tile and redeemed with the waiter, in the venue, there and then. Terms applied; for a limited time, while stocks lasted.
Chapter 5 of 7
Every mechanic, in detail
Six parts, each built for an adult audience and each feeding the data Vuse read back.
The guest Wi-Fi sign-in
The venues' guest Wi-Fi asks every guest to sign up and accept the POPIA and privacy terms before they reach the venue web app. For this campaign the login page carried Vuse branding: a cellphone number, the site's privacy policy, the user consent form and an over-18 tick box.
The 18+ check
Before any Vuse content, guests answered one more question: are you over the age of 18? The screen carried the warning that the product contains nicotine and is addictive, as did the Vuse creative itself.
The survey752
Short multiple-choice questions in the venue web app, each one a chance to win. 752 survey respondents took part throughout the campaign, 491 of them unique. The questions asked:
- Do you smoke nicotine products?
- What is your favourite Vuse flavour?
- What is your favourite nicotine strength?
- Did you know Ice Mango and Crisp Watermelon ePODs come in a 0% nicotine option?
Rub to reveal
After answering, guests rubbed a tile on screen to reveal whether they had won a Vuse ePod device: an instant result, at the table, with no app to download.
Claim with the waiter
A winning screen read: congratulations, you have won. Guests pressed claim and showed the screen to their waiter, who handed over the free Vuse ePod device in the venue, where Vuse pods and devices were on sale.
Engagement tracked against stockSold out
Engagement was followed month by month and day by day, and read against stock levels in store. It rose steadily through the week to a peak on Friday, was highest in July and August, and dropped off from October, when stock levels ran low. Stock sold out at all stores.
What adult guests told Vuse
Knew Ice Mango and Crisp Watermelon ePODs come in a 0% nicotine option
- Yes 86%
- No 14%
Chapter 6 of 7
The results
752 answers. 491 adults. Sold out at every store.
Brand Hailer Vuse campaign, Tiger's Milk and La Parada, July to December 2022.
Headline figures
752
Survey respondents
Throughout the campaign
491
Unique respondents
Sold out
Stock at all stores
16
Tiger's Milk stores
Plus 9 La Parada stores, all at the same time, July to December 2022
Engagement
Engagement rose steadily through the week to a peak on Friday. It was highest in July and August, and dropped off from October, when stock levels ran low.
Engagement in charts
-
Monthly breakdown -
Daily breakdown
Chapter 7 of 7
Who took part
Adult guests who already used nicotine: 98% said they smoke nicotine products. Men and women took part in near-equal numbers, and nearly two in three were 26 to 40.
Gender
- Male 48%
- Female 46%
- Other 6%
Do you smoke nicotine products?
98%
Answered yes; 2% answered no.
Related work
Stories that used the same services, or worked in the same sector.
-
Tiger's Milk
A branded venue web app for Tiger's Milk that greets guests on the Wi-Fi, puts the menu, events and bookings in their hand, and gives brands a front door.
-
Savanna
How Savanna used the Tiger's Milk guest Wi-Fi platform from 11 November to 16 December 2021 to swap a quick question for a Savanna on us, and what it achieved.
-
Klipdrift
How Klipdrift used the Tiger's Milk guest Wi-Fi platform from February to June 2022 to reward adult guests for answering short brand questions, and what it achieved.
